“We have two days that are good for the economy. Here is a new day that is good for the soul,” said Henry Timms, deputy executive director of strategy, innovation and content of 92nd Street Y in New York City, where the idea was hatched.

There are 800 partners, from non-profits to corporations, including heavy hitters such as Microsoft and Sony. Timms credits the social-media community with growing the momentum.

#GivingTuesday is a consumer movement, much like the big post-Thanksgiving shopping days, and organizers say it’s up to people to make it a success. The goal is to drive donations of time, money or services to charities with the same enthusiasm that shoppers have on Black Friday.